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Notso Flippery Soap Case Study

1040 Words5 Pages

CATALYST

In 2014, Jay & Beck’s (J&B’s) introduced the NotSo Slippery Soap brand hand wash dish soap. In its second year it documented record breaking sales in both the marine and hand wash dish soap product categories in the United States. The record breaking sales have been attributed to the proprietary formula and marketing acumen of J&B’s founder and CEO, Jonathan Becker. This case study will analyze how NotSo Slippery Soap has successfully managed to break every sales record associated to hand dish wash soap while establishing its place at the top of the hand wash dish soap market by offering marine watercraft and dish owners a superior product based on efficacy and marketing.

SUMMARY

• In 2015, the NotSo Slippery Soap brand achieved a record breaking growth in sales value of 14.3% in the hand wash dish soap category and 38.7% in the marine hand wash category in 2015. This has growth in sales has been widely attributed to the innovated marketing plan created and implemented by J&B’s CEO Jonathan Becker.
• The fast moving consumer goods (FMCG) sector saw an increase in consumers purchasing products that delivered on marketing claims. NotSo Slippery Soap brand …show more content…

The brand has achieved accolades from consumers of hand wash dish soap for the purpose of washing dishes and from consumers of marine watercraft cleaning products. The marketing and salesmanship of J&B’s CEO, Jonathan Becker, NotSo Slippery Soap parent company, has positioned the brand to be the sole provider to the U.S Navy of soap. The brand was introduced in 2014 and since then has developed a cult like following comparable to tech giants Apple and Google. This case study will assess how NotSo Slippery Soap has been able to achieve record breaking sales and market dominance while differentiating NotSo Slippery Soap from all other competitors in the hand dish wash soap

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